This is a slightly disturbing, but hugely effective guerrilla meets experiential campaign for the St John Ambulance in the UK. They show an ad with a nice young family sitting down to eat some popcorn when the girl gets some caught in her throat, choking desperately (with the mother and family starting to go a little crazy) the mother subtly asks the audience for help. Then a carefully placed actor in the audience stands up, runs into the screen and saves the girl just in time, before coming back out from behind the screen to the applause of the moviegoers!

That’s a pretty powerful way to engage a cinema audience. Created by GolinHarris. (thanks Paul)